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The brand’s objective to capture international
markets began with the strategic introduction of its more conservative and
lighter feeling Kaj Resort line in June 2010. With a clear objective to
establish the Kaj brand in international markets, the label launched its
premiere resort collection, Shore Culture, at the 2010 Caribbean Fashionweek (CFW) in Kingston,
Jamaica. In June 2011, Kaj marked an historic milestone with its launch in the
French Caribbean with the placement of the Kaj Resort
line at Guadeloupe’s exclusive Caribbean boutique, KOD. This move
established KOD as the first and sole retailer of the Kaj brand in the region.
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| Jamaica's leading model, Jeneil Williams, floats down the runway in Kaj's bohemian lounge dress at CFW 2010 in Kingston, Jamaica. Photo courtesy Pulse Investments. |
In February 2012, Kaj
received one of its highest honours as it was selected to represent the
Caribbean in an initiative of the Caribbean Export Development Agency (CEDA) entitled Caribbean Collections. This
initiative sought to create opportunities for access to European markets via
participation in the inaugural International Fashion Showcase at London Fashion Week (LFW)
Autumn/Winter (A/W) 2012. In the label’s LFW debut, Shore Culture was favoured
as it featured at an exhibition held at The Charing Cross Hotel while select
pieces featured at a private showing at the Corinthia Hotel.
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| Kaj Resort 13/14 collection, Tribu Sauvage, during the Audi Celebrity Golf Invitational. Photo courtesy Mark Gellineau. |
The Shore Culture
collection made its final appearance on the runway at the Ocean Style
FashionShowcase during the 2012 Audi Celebrity Golf Invitational
in Montego Bay, Jamaica. The brand closed 2012 with the stellar achievement of
copping the Tobago House of Assembly’s (THA’s) Business Development Unit’s
(BDU’s) Most Promising Entrepreneur award at Tobago’s 2012 Business
Awards in October.
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| Antigua's Claudette “CP” Peters rocks Kaj's signature Shuffle on De Mo Kat Not for Guadeloupe 1ére and France TV. Photo courtesy Jacques Camara. |
The unique synergy between Ayoung-Julien’s ingenious
creativity and Miller’s crisp entrepreneurial and marketing proficiency,
specifically in the field of the creative industries, has poised Kaj Designs to
become the leader in Caribbean fashion internationally. The brand recently
gained memberships in the Trinidad and Tobago Chamber of Industry and
Commerce and the Trinidad and Tobago Manufacturers’ Association (TTMA)
while registering with the Trinidad and Tobago Bureau of Standards (TTBS)
with a view to strengthening export readiness, deepening corporate networks and
ensuring impeccable standards in garment construction.
As Kaj Designs
looks to the future with the impending launch of the new Kaj
Resort 13/14 collection, Tribu Sauvage, the young CEO shared, “I have taken an
holistic approach in managing and marketing the Kaj brand which began with
developing a sound business plan. It has taken several years of consistent
research and planning to get us to this point. Fashion is not just about
creating beautiful clothing. To ensure success, there must be a real strategy
that informs all aspects of one’s operations.”
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